Aventis Lantus- Community concerns for dtc

• To hightlight availability of A1C testing (leading to better acceptance of insulin as a management system)
• Local press format (older and mass market in readership)
• Community awearness style underwriitten by newspaper publishers
• Subject matter must be of interest to the community
• Backed by web activity
• Response levels for more infomation/ click thrus onto website equate to 1.8% of defined target group
• Industry norms around 0.03%